Foresight and Macro-Trends

The New Art & Science of Predicting Consumer Behavior in the Future
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Start 14 Sep, 17:00 UTC
End 14 Sep, 18:00 UTC
Digital Yes

Speakers

Jessica Southard
Senior Manager, Consumer and Market Insights at Mars
Stephen Kraus
Executive Director at University of Georgia | MRII

What's it about?

“The real art of discovery consists not in finding new lands, but in seeing with new eyes.”

Join Jessica Southard, Senior Insights Leader at MARS Incorporated, in this complimentary educational webinar about emerging approaches to better predict future consumer behavior.

What's in it for me?

Jessica has spent her career synthesizing diverse sources of data into actionable insights. In this webinar, she’ll discuss moving from insights to foresight – an emerging field that combines market research with futurism. She’ll cover how to:

  • Blend insights from traditional market research with the study of shifting demographics, emerging lifestyle trends, and the social sciences (e.g., psychology, sociology, economics).

  • Use “futures thinking” to bridge the gap between tactical plans and long-range strategic thinking

  • Evolve from thinking about individual “trends” in isolation to a broader perspective recognizing that many trends are connected and quickly intersecting.

  • Identify when small trends are likely to hit a tipping point and turn into transformative macro-trends

She’ll also address some of macro-trends poised to radically reshape consumer behavior, including wealth inequality, pandemic aftershocks, the growing importance of mental well-being, resource scarcity, the global aging population, and disruptive technologies.

Who is this for?

All those interested in understanding long-term strategic planning with foresight

This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a nonprofit association of industry practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.

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Membership fees start at EUR 100 for 12 months

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